2018 Back to School Media Buying & Planning Runs June- September 2018
Melany Rumman Professor Carey Media Strategy October 23, 2017
I.
Background Adidas is a German multinational corporation headquartered in Herzogenaurach, Germany. It designs and manufactures shoes, clothing and accessories. Adidas is the largest sportswear manufacturer in Europe and the second largest in the world. The company employs more than 60,000 people in over 160 countries, produces 850 million product units every year and generate sales of € 19 billion. Adidas’ mantra is “we keep things simple, lean and fast.”
II.
Target Audience
Demographics: -
According to RKMA, the millennial age span is 16-36 years-old. According to the U.S. Census Bureau, the ethnic makeup of the millennials is 61% Caucasian, 17% Hispanic, 15% African American and 3.4% Asian. According to RKMA, today’s teens are a multi-cultural bunch. This back to school promotion targets 18-21-yearold male and female who are currently attending high school or college/university. For adidas clothing:
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According to Gfk MRI+, 3,306,000 of men 18-24-year-old men bought adidas apparel in the last 12 months. 18.56% of adults 18-24 who bought adidas apparel in the last 12 months are men. 10.93% of men 18-24 bought adidas apparel in the last 12 months. Men 18-24 are 49% more likely than general population.
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According to Gfk MRI+, 1,566,000 18-24-year-old women bought adidas apparel in the last 12 months. 15.64% of adults 18-24 who bought adidas apparel in the last 12
months are women. 5.18% of women 18-24 bought adidas apparel in the last 12 months. Women 18-24 are 25% more likely than general population. For adidas shoes: -
According to GfK MRI+ of 18-24-year-old men are 30% more likely to buy adidas shoes than the general population while women 18-24-year-old women are 28% less likely to buy adidas shoes than the general population.
Behaviors: Advertising Age provides the following characteristics: -
Millennials spend almost 15 hours a day interacting with various media and communication technologies.
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Fifty-nine percent of millennials spend at least an hour a day talking on their cellphones.
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44% female millennial loves to shop compared to 29% of men.
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According to the Urban Life Institute 91% of millennials visit discount department stores, 74% shopping centers and 64% enclosed malls and full-line department stores.
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According to DDB Worldwide, 40% of men ideally would buy everything online compared to 33% of women.
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Millennials 18-24 82% use Facebook, 50% Instagram, 42% Twitter and 46% Snapchat.
Psychographics: -
According to Forbes, millennials have a passion for fitness and healthy living, thus have a strong interest in athletic and outdoor products.
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Millennials are frugal, or price conscious, not “cheap.”
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They look for products that are versatile, multipurpose and that offer value.
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They look for “light performance” products that are good for casual wear and for high performance usage and that are fashionable
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They care about authenticity. They seek sports brands that are authentic and seek for validation when choosing light performance products.
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They do everything on their smartphone
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According to Advertising Age, millennials spend almost 15 hours a day interacting with various media and communication technologies.
Facts: -
According to Forbes, millennials now outnumber Boomer by 10% and will account for all retail spending in 5 years.
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The millennial generation is also known by the term Boomerang Generation to reflect those young adults who have returned to their parents’ home, many overburdened with student loan debt as well as unemployment.
III.
Product Background
ADIDAS ORIGINALS No matter how serious you are about sports – a sporting lifestyle does not end in the locker room. This is why we have adidas Originals, our sub-brand that brings our iconic DNA from the courts to the streets. For well over a decade, it has been celebrating originality in a globally trendsetting way and, as the first brand leveraging its sports assets in the lifestyle area, it is regarded as a legitimate sports lifestyle brand. To ensure sustainable success, adidas Originals has to keep up to date with and set trends as well as remain committed to serving consumer groups who are constantly looking for more options to express their individuality (adidas). I’m promoting adidas selected apparel and the adidas Originals for the back to school campaign because, according to Forbes magazine, millennials are looking for comfort, authenticity and light performance. The average 18-21-year-old student seeks style, comfort and performance to get through their day to day.
IV.
Objectives of Magazine Media Plan - Increase online and in-store purchase of adidas Originals and selected apparel by 18-21-year-old millennials by 60% before September 2018 - Increase website and geographic traffic by 18-21-year-old millennials by 60% - Increase 18-21-year-old male and female sign up on website’s newsletter by 50% - Increase overall sales revenue of adidas Originals and selected apparel by 80% instore and online between June and September 2018.
V. -
Strategies of Magazine Media Plan Advertise an enticing back to school promotion in strategically chosen media vehicles based on 18-24-year-old male and female readership offering by offering 15% off selected apparel and adidas Originals when 18-21-year-olds sign up online or in-store.
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Advertise in the three most read magazines for male and three most read for women 1824 who have purchased adidas in the last 12 months.
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Advertise on digital platforms to further appeal to 18-21-year-old students.
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Integrate back to school promotion’s print ad concept into social media platforms to increase promotion and brand awareness among 18-21-year-old students.
VI.
Media vehicles selected for media plan All media vehicles were chosen based on target data gathered from GfK MRI+, and target audience, circulation and FPFC data gathered from SRDS.
1. ESPN The Magazine A print and digital publication written for 18-34-year-old sports fans, with an emphasis on what's coming next: the next star players, rivalries, big events, issues and trends, both on the field and in the lives of today's highest-profile athletes. According to MRI+, 18-24-year-old men are 126% more likely to read ESPN magazine. 16.62% of 18-24-year-old men have read ESPN magazine in the last 12 months. According to SRDS, ESPN’s magazine circulation is 2,137,290, the site has 21,608,000 unique visitors and 8% (1,728,640) are 18-24-year-old male.
2. Men’s Health A print and digital publication, that focuses on lifestyle showing affluent men the practical and positive actions that make their lives better, with articles covering fitness, nutrition, relationships, travel, careers, grooming and health issues. According to MRI+, 18-24-year-old men are 92% more likely to read Men’s Health. 17% of 18-24-year-old men have read Men’s Health in the last 12 months. According to SRDS, Men’s Health’s circulation is 1,816,878, the site has 1,441,000 unique visitors and 7% (100,870) are 18-24-year-old male.
3. Sports Illustrated A print and digital publication, that focuses on reports on the world of sports through in-depth articles, photography and stories. The magazine's photography and journalism covers what happened, why it happened, and what will happen next. According to MRI+, 18-24-year-old men are 90% more likely to read Sports Illustrated. 13.94% of 18-24year-old mean have read Sports Illustrated in the last 12 months. According to SRDS, Sports Illustrated’s circulation is 2,759,243, the site has 3,336,000 unique visitors and 9% (300,240) are 18-24-year-old male.
4. Cosmopolitan A print and digital publication, provides women with information on relationships and romance, fashion and beauty, health and well-being, as well as what's happening in pop culture and entertainment.According to MRI+, 18-24-year-old women are 98% more likely to read Cosmopolitan. 8.18% of 18-24-year-old women have read Cosmopolitan in the last 12 months. According to SRDS, Cosmopolitan’s circulation is 3,026,406, the 1824 female audience is 3,209, the site has 2,529,000 unique visitors and 14% (354,060) are 18-24-year-old female.
5. Women’s Health A print and digital publication, is a lifestyle magazine that addresses health and wellness from a holistic approach, through topics that include Fitness, Weight Loss, Career, Fashion, Beauty, Technology, Relationships, and Sex.
According to MRI+, 18-24-year-old women are 82% more likely to read Women’s Health. 8% of 18-24-year-old women have read Cosmopolitan in the last 12 months. According to SRDS, Women’s Health’s circulation is 1,506,443, the site has 1,581,000 unique visitors and 5% (79,000) are 18-24-year-old female.
6. Vogue A print and digital publication, and is edited to report on the changing roles and concerns of women, covering evolutions in fashion, beauty, art, style and also important issues and ideas in health care, politics, and world affairs. Vogue's unique role as a cultural barometer for a global audience places fashion in the context of culture and the world we live in, how we dress, live, and socialize; what we eat, listen to, and watch; who leads and inspires us. According to MRI+, 18-24-year-old women are 144% more likely to read Vogue. 10.09% of 18-24-year-old women have read Vogue magazine in the last 12 months. According to SRDS, Vogue’s circulation is 1,222,069, the site has 1,418,000 unique visitors and 14% (198,520) are 18-24-year-old female.
VII.
Integration of social media platforms into print ad concept The print campaign will feature 18-21-year-old adults wearing adidas hoodies, sweaters, pants and the adidas Originals on a clean background which will highlight the black and white and the patterns on apparel and sneakers. For this print campaign, I developed two ad concepts, the first one is “back to school all in or nothing.” The “back to school” copy establishes the back to school promotion and the “all in or nothing” copy creates brand awareness since it’s adidas’ tagline, and encourages the 18-21-year-old student millennial to “make their best effort to wear their best or not at all.” The second one is “turn heads on your first day,” which establishes the back to school promotion and entices 18-21-year-olds to purchase the look.
VIII. How social media platforms are integrated into print ad concept: The back to school all in or nothing promotion will be featured and promoted in social media platforms to encourage the target to share their adidas looks with their peers by using the hashtag #AllInOrNothing creating brand awareness and optimization of back to school promotion.
IX.
Conclusions: This back to school promotion will run from June to September 2018. The print ad will be advertised in strategically chosen media vehicles based on the target’s demographics, psychographics, behaviors, facts, high indexed data from GfK MRI+, and the media vehicle’s circulation, visitors on site, audience and FPFC gathered from SRDS. I decided to advertise equally for men and women, so I chose the three best media vehicles for 18-24-year-old men and the three best media vehicles for 1824-year-old women. The total number of impressions for is 25,536,774 with a total cost of $8,120,890. Based on their high index, I chose ESPN, Men’s Health and Sports Illustrated for 1821-year-old men and Cosmopolitan, Women’s Health and Vogue for 18-21-year-old women. 1. ESPN The Magazine: In addition to having a circulation of 2,137,290, according to MRI+, 196% of 18-24-
year-old men are more likely to read ESPN! Additionally, there are 1,728,640 unique 1824-year-old male visits on the site which further increase the number of impressions! I chose a frequency of 3 for the two peak months for back to school shopping (July and August), plus September for continuance because the budget is better spent with more frequency. There is an opportunity to increase and get 2,137,290 impressions more, with a total of 6,411,870 impressions instead of just 4,274,580 (frequency of 2) for the cost of only $2, 477,700!
2. Men’s Health: Even though the circulation is a little below 2 million (1,816,878)), it’s worth it because according to MRI+, 92% of 18-24-year-old men are more likely to read Men’s Health. Additionally, according to SRDS, there are 1,441,000 unique 18-24-year-old male visits on the site! I chose a frequency of 2, because one will run during the beginning of school shopping, June, and the other during peak month for back to school shopping, August. This will increase the number of impressions and get over 3 million impressions (3,633,756) for the cost of $1,049,500.
3. Sports Illustrated: Even though the FPFC is expensive in comparison to ESPN and Men’s Health, the circulation is really good with over 2 million (2,759,243). In addition, according to MRI+, 90% of 18-24-year-old men are more likely to read it, and according to SRDS, there are 300,240 unique 18-24 male visits on the site. I chose a frequency of 1for August, the peak month for back to school shopping. Since the circulation is high, frequency doesn’t need to be increased, only used strategically during the biggest month for back to school promotion. We get 2,759,243 impressions for the cost of only $563,900!
4. Cosmopolitan: In addition to having a circulation of 3,026,406, according to MRI+, 98% of 18-24-year-old women are more likely to read Cosmopolitan! Additionally, according to SRDS, there are 354,060 unique visits on the site by
18-24-year-old women. I chose a frequency of 2 to advertise during the two peak months for back to school shopping, July and August. This is enough to accomplish over 6 million impressions (6,052,812) for the cost of only $1,301,600! Note: Number of impressions at the same level as ESPN. 5. Women’s Health: Even though the circulation is below 2 million (1,506,443), according to MRI+, 18-24-year-old women are 82% more likely to read it. Additionally, SRDS shows there are 79,000 unique 18-24 female visits online. Since the circulation is below 2 million, I strategically decided to do a frequency of 2. One will run during the beginning of school shopping, June, and the other during peak month for school shopping, August. This strategy will accomplish over 3 million impressions (3,012,886) at the cost of only $952,400.
6. Vogue: Even though the circulation is below 2 million (1,222,069), MRI+ shows there is a great 144% of likeliness that 18-24-year-old women to read Vogue! In addition, according to SRDS, there are 198,520 unique visits from 18-24 women. A frequency of 3 was strategically chosen to optimize the amount of impressions during the two peak months for back to school shopping, July and August, and continuance during September. This generates over 3 million (3,666,207) impressions for the cost of $1,775,790. I decided to take advantage of the special rate (3 ti for 197,310) because it saves $18,306. It’s a great opportunity to get more impressions from a prestigious print and digital publication.
In case of a budget cut, the two best media vehicles based on circulation, impressions and target audience are ESPN targeting men and Cosmopolitan targeting women.
1. ESPN The Magazine: With a readership likeliness from the target market of 126% (MRI+), a circulation of 2,137,290 (SRDS), and a FPFC of $550,600, ESPN generates over 6 million impressions (6,411,870) with only a frequency of 3 during July (peak month), August (peak month) and September(continuance) adidas original back to school promotion. In addition, it has 1,728,640 unique visits by 18-24-year-old men (SRDS)!
2. Cosmopolitan: With a readership likeliness from target market of 98% (MRI+), 354,060 unique visits by 18-24-year-old women (SRDS), and with only a frequency of 2 during peak back to school shopping months (July and August), Cosmopolitan generates over 6 million impressions (6,052,812) for the relatively low cost of $1,301,300!
X.
Recommendations/Opportunities
According to GfK MRI+, women are 28% less likely to purchase the adidas athletic shoes in comparison to men who are 30% more likely to purchase adidas athletic shoes. There’s an opportunity to advertise more to women through media vehicles that are more relevant to them. Opportunity to expand advertising approach and use augmented reality to showcase how apparel and shoes look in close-up and give consumers the ability to virtually engage with the brand. They would be able to see the ad come to life and see the authenticity, performance and style of adidas products. They would also be able to play around with the clothes and shoes and choose their own combinations to see which outfit or look they like best. This is an opportunity to give consumers control, increase brand awareness and achieve consumer engagement with the product quickly and easily.
XI.
Graphics
References
https://www.adidas-group.com/en/group/profile/#/adidas-and-the-badge-of-sport/ https://www.forbes.com/sites/mattpowell/2015/09/14/sneakernomics-millennials-andthe-sports-industry/#2901dd1e663f https://www.womenshealthmag.com/sites/womenshealthmag.com/files/_18_mediakit _2018_adrates.pdf http://www.menshealthmediakit.com/research http://espncms.com/toolkit/ http://www.cosmomediakit.com/r5/showkiosk.asp?listing_id=4785162&category_co de=rate&category_id=27809 http://www.condenast.com/brands/vogue/ https://www.simediakit.com/